Recruited to build and the lead Marketing Center of Excellence for a Las Vegas based, Private Wealth funded business investment, franchisor, and owner/operator for a portfolio of 10+ Brands.Designed and led development of integrated Marketing Strategy including branding, go-to-market strategy, customer experience, website design and relaunch, SEO, performance marketing, social media, PR & Comms, CRM, acquisition, retention, lifecycle and journey campaigns, sales, CDP and analytics and reporting. Executive member leading marketing efforts and evaluations related to new business development and M&A

Recruited to build and lead Enterprise Customer Relationship and Marketing Analytics Centers of Excellence as well as M-Life Loyalty Program. Reported to the Chief Commercial Officer and led a team 85+ including 2 Vice Presidents, 6 Executive Directors, 10 Directors and 55+ marketing professionals. Full P&L responsibility for $25M marketing budget at $1B+ in direct customer reinvestment. Led development of new customer segmentation, valuation, reinvestment, personalization, omni-channel orchestration and test & learn experimentation achieving +20% in Room Nights and +$45M revenue vs. control. Developed integrated plan for Performance and CRM targeting the hospitality only segment driving demand of over 3.5M+ occupied room nights. Launched new Lifecycle and Journey campaigns to drive acquisition, retention and growth, increasing retention by 300 bps and driving $35M in incremental revenues. Implemented Marketing Spend efficiency initiatives and targets, improving Marketing Gross Margin by 500 bps and yielding $50M+ in Net efficiency gains.Business lead for Martech integration of CDP, Adobe Omni-Channel Orchestration and Personalization Tech Stack, 3rd Party Loyalty System and Microsoft PowerBI.Led redesign of M life Rewards loyalty program including consumer insights, tiering, currency earn / burn, benefits / rewards / recognition, digital experience, partnerships, rebranding and program economics.Negotiated co-brand credit card network and issuer agreements to yield +$50M EBITDA over 5 year term.Led loyalty integration, lifecycle and journey based campaign strategy between MGM Resorts and BetMGM, growing omni channel acquisition +250% with an 11X valuation multiple on customers engaged across the digital and bricks & mortar business.Presented strategy, analysis, results and initiative updates in monthly and quarterly business reviews to CEO, CFO, COO, CCO.

Recruited to MGM to build and lead the Regional Marketing Center of Excellence for a portfolio of 8 Casino Resorts generating revenues in excess of $4B. Reported to the Regional COO and led a Center of Excellence team of 25+, including Vice Presidents, Executive Directors and Managers. Full P&L responsibility for $15M annual market budget and $700M in direct customer reinvestment. Remit encompassed design and implementation of an Integrated Marketing strategy across the regional portfolio, including branding, performance media, CRM, Loyalty Program, segmentation, offer, reinvestment, customer valuation, sales and multi-channel lifecycle and journey strategy. Additionally, built and led the Marketing Analytics and Revenue Management functions. Launched first CRM platform built on MS Dynamics, supporting CRM strategy, operating model, and center of excellence team while overseeing design and creation of the company’s first formalized sales strategy. Led enterprise initiative to modernize marketing capabilities across data, analytics, technology, segmentation, and CRM.

Led and executed integrated marketing strategy for the Southern region consisting of four casino resorts generating revenues in excess of $.75B. Responsible for annual Integrated Strategic Marketing plans and execution including Branding, Media (Digital, Social, Traditional), CRM, Loyalty, Promotions & Events, Entertainment, Sales, offers and marketing reinvestment with supporting $200M+ budget and P&L oversight. Achieved EBITDA plan targets 3 out of 4 years. Oversaw execution and enhancement of Total Rewards loyalty program and development of new acquisition and lifecycle marketing campaigns driving customer acquisition, retention, and re-engagement, maximizing share of wallet and short / long term customer value. Achieved +10% new member acquisition, +15% customer retention and +5% visitation vs. control. Developed and led Integrated Marketing Plans for TotalRewardsAir Charter Air Service flying 140k passengers and generating revenue in excess of $140M annually, including all media, CRM, promotional and pricing strategy, channel delivery, online booking and strategic alliances withTravel Agent network and Caesars VIP Sales organization. Increased profit / seat +15%, achieved 85% occupancy while reducing marketing spend by $1.7M annually.

Regional Marketing leader with strategic and operational marketing responsibility for VIP marketing business and VIP sales force representing 500+ sales professionals and revenues in excess of $1.2B across twelve businesses in five States and Canada. Collaborated with senior leadership to design, build and then lead Caesars VIP Marketing Shared Services organization, the first of its kind within the Industry. Established Customer Relationship Management and sales standards, sales force training and development, targets and incentive programs for team of 500+ sales professionals growing VIP segment counts +8% and segment Revenue + 22%. Built multi-cultural VIP marketing strategy with dedicated property and inside sales teams focused on Chinese, Vietnamese, Korean, and Middle Eastern ethnicities, growing attributed multi-cultural revenue +35%. Led Salesforce.com technology integration across portfolio of properties driving adoption and utilization +50% with segmented and targeted Lead contact strategy and reporting.

Senior Marketing Executive responsible for development and implementation of end-to-end marketing strategy and full P&L and leadership responsibility for a $350M Casino Resort. Reported to General Manager and led team of 50+ marketing professionals including 5 Directors and 45 marketing support professionals encompassing the disciplines of Brand, Media (Digital, Social, Traditional), Direct Marketing, Loyalty Marketing, VIP marketing, Multi-Cultural marketing, Events and Promotions, Entertainment, Revenue Management, Community Relations and Group Sales. Led property rebranding to Horseshoe Casino and Hotel from Caesars and the brand engagement of 1,700 employees. Enhanced brand equity post rebrand through an integrated marketing campaign including direct mail, advertising, digital and social media, public relations and customer experience. Optimized marketing spend reducing by $2.6M year over year, improving marketing margins +200 basis points and property EBITDA +$1M annually. Core Team Member on "Project Renewal" -- Bain and Company engagement that designed, developed and launched Caesars' Marketing Shared Services organization.

Marketing Executive with full oversight and responsibility for end-to-end marketing strategy, P&L and Marketing leadership for a $400M+ Casino Resort during a period of 15%+ growth driven enhanced marketing strategy and the launch of 2 expansions. Reported to the General, Manager and lead a team of 85+ marketing professionals including 1 VP, 3 directors, 12 Managers and 65+ marketing support professionals across Brand, Media (digital, social, traditional) Direct Marketing, Loyalty, VIP Sales, Multi-Cultural Marketing, Entertainment, Group Sales, CSR, Promotions & Events and Revenue Management.

Led Direct Marketing, Revenue Management, Total Rewards Loyalty and Marketing Analytics functions. Developed innovative integrated marketing plans and programs that propelled business growth. Crafted Revenue Management strategies that drove improvements in Occupancy, Customer Mix optimization and RevPAR increases for 800 room hotel

Developed product selection, pricing, promotion/merchandising, and placement strategies. Leveraged consumer insights, competitive analysis, and product performance data to drive customer experience and product profitability.

Built and led top-performing planning analysis team, overseeing financial & capital planning, operations, labor productivity, and marketing analysis for St. Louis’ premier Casino Hotel. Developed formalized process and approach for labor forecasting, centralized scheduling, discounted cash flow (DCF), IRR, NPV, ROIC analysis, segmentation, A/B test, and ad-hoc analysis.

Collaborated with Vice President of Customer Service and Quality, Corporate Stakeholders and Operators across 15 resorts to develop the company’s Customer Service Strategy & Culture and Customer Experience built upon the Service Profit Chain. Oversaw consumer insights survey, results reporting, baseline / target setting, incentive program, continuous improvement initiatives and first in industry Employee Incentive Program built on Service Improvement.